BUS 251 - Marketing (3)

An introduction to the adjustment of the firm to its market environment with emphasis on competitive strategy. Also covers international aspects of marketing. Upon successful completion of this course, students should be able to: 1) Understand the concepts of value and relationships from the perspectives of customers, producers, and society; 2) Demonstrate an understanding of branding strategy related to creating brand equity; 3) Understand the value of a marketing plan, as related to developing strategic planning skills; 4) Discuss new technologies and their value in a variety of marketing applications; 5) Assess socially responsible marketing around the globe; 6) Identify and evaluate the historical context of marketing eras and understand the relevancy and importance of each transition.

Prerequisite: Sophomore standing or above.